Many website owners will agree that getting the visitors to a website is easier than making them buy. Making a visitor stay on your website and listen to what you have to say makes all the difference between a user exiting your website or making an enquiry.
‘Sticky marketing’, as the name suggests, is the process of making a user stick to your website for longer and also inducing repeat visits. When a user stays longer on your website you have an increased chance of influencing his sales decision. Directing him to more services and products you offer, the benefits of buying from you and other efforts that you have put into your website to get a favorable response from the user only come into effect if the user is willing to visit more pages of your website.
So how exactly do you induce a sticky response? There are numerous ways of doing so, some of which include:
Regular website updates
Visitors can then find something new every time and will keep coming back, also allowing search engines to see you as an active website.
Increase your value-add
This does not necessarily mean adding more products and services, as logistically that may be too big an enterprise, but adding more support for your existing products. Something as simple as a currency converter can make the difference between a shopper exiting the shopping cart or closing the deal.
Collect and share interesting information
Technical and consumer articles and news supporting the products you sell is also a good marketing technique that adds depth to your services. These articles can not only attract traffic but also strengthen your authority on the subject and build trust.
Remember user details and preferences
Perhaps more useful for large e-commerce websites, it is an important way to build client relationships. Yahoo! stores color and display preferences for its email clients. Amazon stores personal details so that the same information does not have to be entered every time a user buys on the website. There are a lot of technical and ethical considerations to overcome before using cookies on your website and its use should be limited and judicious.
Special access areas
Providing areas where users can access resources such as newsletters, tools and other relevant information and promotional deals is a good way of inciting users to come back. It is also a good way of collecting e-mail IDs for future marketing campaigns, assuming they agree to be part of it while signing up.
All the above factors and tools will be meaningless unless the foundation of the website is strong. A strong foundation in turn, is built by:
- Good quality content
- Good quality interface
- Fast downloading / response time
There are numerous other ways of ensuring a sticky visit. One way particularly specific to Search Engine Optimisation is the relevancy of ‘landing pages’. As each situation is unique, there is no reason why you cannot be creative and cook up your own ‘stickiness’ recipe. Food for thought!
Need help making your website ‘sticky’?